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LIBER 2020 - Keynote Address - True Marketing Defined by Christine Koontz

Koontz, Christine; Kautonen, Heli


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  <identifier identifierType="DOI">10.5281/zenodo.3909026</identifier>
  <creators>
    <creator>
      <creatorName>Koontz, Christine</creatorName>
      <givenName>Christine</givenName>
      <familyName>Koontz</familyName>
      <affiliation>Florida State University, San Jose State University</affiliation>
    </creator>
    <creator>
      <creatorName>Kautonen, Heli</creatorName>
      <givenName>Heli</givenName>
      <familyName>Kautonen</familyName>
      <nameIdentifier nameIdentifierScheme="ORCID" schemeURI="http://orcid.org/">0000-0001-6652-1165</nameIdentifier>
      <affiliation>Finnish Literature Society</affiliation>
    </creator>
  </creators>
  <titles>
    <title>LIBER 2020 - Keynote Address - True Marketing Defined by Christine Koontz</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2020</publicationYear>
  <dates>
    <date dateType="Issued">2020-06-26</date>
  </dates>
  <language>en</language>
  <resourceType resourceTypeGeneral="Text">Presentation</resourceType>
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    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.5281/zenodo.3909025</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://zenodo.org/communities/liber2020</relatedIdentifier>
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  <rightsList>
    <rights rightsURI="https://creativecommons.org/licenses/by/4.0/legalcode">Creative Commons Attribution 4.0 International</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
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  <descriptions>
    <description descriptionType="Abstract">&lt;p&gt;These are the slides from the LIBER 2020 Keynote Address: True Marketing Defined by Christine Koontz.&lt;/p&gt;

&lt;p&gt;&lt;strong&gt;Session Description:&lt;/strong&gt;&lt;/p&gt;

&lt;p&gt;Dr. Koontz is a recently retired and current adjunct faculty member at Florida State University (FSU) and San Jose State University (SJSU), USA.&lt;/p&gt;

&lt;p&gt;The Keynote Speech will be chaired by Dr. Heli Kautonen, Finnish Literature Society, Finland&lt;/p&gt;

&lt;p&gt;Information professionals are natural marketers whether we think of ourselves in this way or not. Successful marketers meet the needs of customers in timely, convenient, and useful ways&amp;mdash;and in the process make customers satisfied. Our professions strive for this daily, and knowledge of systematic marketing helps puts these efforts into practice.&amp;nbsp; A four-step marketing model facilitates understanding today&amp;rsquo;s presentation, &amp;ldquo;True Marketing Defined.&amp;rdquo;&lt;/p&gt;

&lt;p&gt;&lt;em&gt;Marketing research&lt;/em&gt;&amp;nbsp;is finding out&amp;nbsp;&lt;em&gt;all&lt;/em&gt;&amp;nbsp;you can about your market(s) whether they be actual or potential customers.&amp;nbsp;&amp;nbsp;&lt;em&gt;Market segmentation&lt;/em&gt;&amp;nbsp;is based upon the marketing research and assumes that markets are heterogeneous&amp;mdash;that is, consisting of diverse groups with different demographics, interests, lifestyles, and needs.&amp;nbsp;&lt;em&gt;Marketing mix strategies&lt;/em&gt;&amp;nbsp;are developed with the consideration that most organizations are limited in resources and therefore must allocate carefully developing&amp;nbsp;&lt;em&gt;product&lt;/em&gt;,&lt;em&gt;&amp;nbsp;price&lt;/em&gt;,&lt;em&gt;&amp;nbsp;place&lt;/em&gt;, and&lt;em&gt;&amp;nbsp;promotion&amp;nbsp;&lt;/em&gt;of materials, services, and programs, based upon the research and delivered to various segments. P&lt;em&gt;rogram-level&lt;/em&gt;&amp;nbsp;evaluation assesses the results of marketing efforts.&lt;/p&gt;

&lt;p&gt;Over the last four decades, libraries, archives, and museums and supporting professional organizations advocate and produce evaluation measures due to the &amp;nbsp;need for accountability amidst disruptive and changing times, and competition for dwindling public and private funds.&lt;/p&gt;</description>
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